the na tuzzi brand has a mission: to improve people’s · and geo-marketing analysis. to ensure...

The NaTuzzi braNd has a missioN: To improve people’s

lives. The lives of people like us, who love beauTy aNd

comforT. every sofa, armchair, bed aNd accessory

is desigNed To briNg harmoNy To The home.

The same beauTy aNd harmoNy ThaT you’ll fiNd iN

each of The 1,100 NaTuzzi poiNTs of sale arouNd The

world, all ruN by eNTrepreNeurs who have choseN

us as parTNers for Their busiNess.

becomiNg parT of The NaTuzzi reTail NeTwork meaNs

beiNg able To couNT oN whaT is Now The world’s besT

kNowN braNd amoNg coNsumers of luxury goods*.

iT meaNs beNefiTTiNg from The services offered by

our hQ aNd by our 10 sales offices arouNd The

world. buT above all iT meaNs shariNg our passioN

aNd eNThusiasm for a sTory ThaT is uNiQue iN The

furNiTure iNdusTry.

a sTory of values, emoTioN aNd devoTioN To iTaliaN

desigN. values ThaT coNsumers all over The world

recogNize aNd appreciaTe.

*source: world luxury Tracking - ipsos lagardere - 2013

N AT U Z Z I 6

The opening of a Natuzzi point of sale is a critical issue for a

work team, as it requires the dealer, the retail developer and the

Company to build together a profitable business project, meeting

the dealer’s requirements as well as brand guidelines. we assist

the dealer in selecting an appropriate location to support the

concept, checking visibility, accessibility, traffic, layout suitability

and geo-marketing analysis.

To ensure return on investment, a preliminary p&l estimate is

developed with the retail development manager to evaluate

business sustainability and the necessary financial investments.

Once the location is identified and the financial analysis is

completed, our architects will draw a detailed design to create a

harmonious shopping experience from the layout to the exterior

appearance of the building and the definition of the suitable

collection, in consultation with the visual merchandising team.

To create a Natuzzi environment and the brand’s unique shopping

experience, our architects will design every architectural element

supplied by the Natuzzi group, called Natuzzi display system and

point of promotion materials, to be used in-store to make every

point of sale consistent with the concept and the brand. The

product marketing department will conceive the most updated

collection for each single store, matching styles, coverings

and configuration in the different price ranges, together with

coordinated furniture and accessories to create a unique brand

image and meet the store’s budget targets.

N AT U Z Z I 87 N AT U Z Z I

according to the same values and criteria. every year our

marketing department develops canvasses of communication

activities that dealers will use adapting them to the local

needs and respecting simple corporate guidelines. for all

our dealers we develop the retail advertising kit, a complete

set of creativities, shootings, and materials to be used for

communication all year around:

catalogue

branding campaigns

promotional campaigns

press announcements

outdoor campaigns

Media planning proposals (online and offline)

Retail ManageMent

The retail department will be in constant contact with you and

will frequently visit your store to support your business and

share best practices with you, developing commercial plans and

local communication activities. on top of the service offered by

the retail department, dealers are invited twice a year to the

Natuzzi congresses held in the Natuzzi headquarters in italy

to select product novelties and inspired by the creativity of mr.

Natuzzi, the chief of designers him-self, the product managers

and the “centro stile” team of decorators that suggest, for every

congress, the new products ,that will be presented to update

stores’ collections.

Digital Retail tools

To ensure constant, updated digital support to all dealers, we

grant them access to the business portal (as well as to Nares),

digital systems meant to support stores in every administrative

activity, promote a closer relationship with final consumers, and

allow customer profiling, delivery tracking, viewing of models in

collections and product characteristics, the creation of quotes

and order confirmations.

at Natuzzi, reliability is also a matter of clear pricing and that is why

we have introduced the d-sales program, an application running on

i-pad containing all product prices and technical features of product

and covering collections. a daily update assures real time access to

all available novelties on this modern, user-friendly tool.

The Natuzzi website, available for every country, is constantly

updated with any commercial activity on air in the country.

furthermore final consumers have the opportunity to use into

the Natuzzi Italia Stores ” Your Design By Natuzzi (Y.D.B.N.)”,

an interactive tool to create endless possible decorations and

furnishing combinations for any living room, bedroom and dining

room that needs a touch of italian style.

MaRketing

Natuzzi is a global brand. company and product lines

communicated all around the world have to mirror and transfer

the same coherent approach and tone of voice in any country,


tRaining

along with product updating, the transfer of a brand and

company values is one of the keys for a successful business;

institutional training sessions to the sales force working at Natuzzi

points of sales are organized around many topics, including:

company Training

sales Training

product Training

retail management Training

your design by Natuzzi Training

Visual Merchandising Training (basic and advanced)

The retail department, together with the Natuzzi headquarters

Training managers, organize induction training sessions to sales

personnel before starting their activities in any Natuzzi point of sale

and on a periodical basis to update, increase and reinforce their

knowledge and sales performances.

CustoMeR seRviCe

at Natuzzi headquarters, a dedicated market support team provides

full assistance to dealers during pre and post-sales phases. a dedicated

customer service team offers assistance and information in the phases

preceding and following the purchase process. The customer service

team ensures orders are correctly received and delivered, helping to

solve any problem related to customer requirements. The after sales

team works with the sales network and the retail department to take

care of final consumers also after the sales.


BECOMING A NATUZZI DEALER

1st anD 2nD week DoCuMents CHeCk This step includes:

• Evaluating the location of the potential new store in relation to existing stores

• Analyzing competitors and commercial activities in the area

• Evaluating any geomarketing analysis available

3RD week Business Planning

Together with the dealer a provisional cash flow plan and balance sheet will be

agreed in order to evaluate the expected profitability of the new store

FRoM 4tH to 6 week PRoJeCt

The retail design dept and product dept together with the dealer, develop the

project (layout, signage and facade of the building, product matrix)

FRoM 7tH to 11tH week woRks

fitting up works

12tH week visual aCtititY anD oPening

once the work has been completed, the visual activity, staff training as well as

retail digital tools installation take place before the opening.

The opening process is divided into several steps, described in

detail belowa preliminary meeting is held with the prospect

dealer to get to know each other and introduce the main features

of a Natuzzi brand store.

Once the interest in the Natuzzi brand and the business project is

satisfactory for both parties (prospect dealer and country retail

Manager), the most appropriate location to set up a Natuzzi point

of sale is approved by the corporate retail manager, and the

dealership agreement can be signed.

The country retail manager will follow up with the Natuzzi hQ teams

all the steps of the project and administrative activities; the Dealer

will be updated, every two weeks about the progress of all activities.

in 12 weeks after signing the dealership agreement we can open a new

Natuzzi point of sale:

N AT U Z Z I 14

our experience in the furniture and retail business allowed us to

define some of the necessary features of Natuzzi Dealers.

Good financial health, excellent credit and financial ability to

meet the initial investment are required for the opening of a

Natuzzi point of sale; the investment varies according to the size,

country, and location of the building.

ability to manage brands, also in other types of business, is a

necessary feature of a Natuzzi prospect dealer.

partnership and ethical values are the strengths of the Natuzzi

group, shared by all those who work with and for the Natuzzi

group, This is why we search for impeccable personal standards

like excellence, honesty, integrity and long -term loyalty.

as business and retail activities need to be motivated, well-organized

and efficient, our Dealers need to have entrepreneurial skills, creativity

and ability to make sound business decisions.

managerial competences, a furnishing know-how and an

administrative and logistic organization to manage the business

are required.

commitment to developing the concept and the know-how and

compliance with the obligation of the dealership agreement are

definitely the main characteristics of a Natuzzi prospect Dealer.

15 N AT U Z Z I

in whatever country you are based, or you wish to

develop a Natuzzi italia point of sale, for any information or

application to become a Natuzzi dealer, please e-mail to:

[email protected] providing the following information:

Name

surname

Town

company name

company address

vaT Number

Telephone

mobile phone

wherever you are, you will be contacted by one of our country

retail managers.


Natuzzi italia concepts represent the Natuzzi corporate image

and convey the brand’s identity to the market.

as a result, it is crucial to focus on single-brand stores and

galleries (Natuzzi italia shop-in-shop concept distributed

through major Department Store chains) all over the world.

The Natuzzi store network is a dynamic and evolving system for

successful business as well as a strategic tool to bring the Natuzzi

italia image to the world. The network is in constant motion

and reflects its clear positioning in the high-end segment of the

furniture market, in terms of consumers’ taste and style.

Natuzzi was the first to create a franchising network in its

segment. as of december 31, 2014, Natuzzi italia boasts 166

stores and 360 galleries in 69 countries.

natuzzi italia stoRe

independent mono-brand stores of approximately 600 square

meters that represent the Natuzzi italia corporate image.

Natuzzi italia store has a dedicated entrance, shop windows

and a dedicated sales force. in a Natuzzi italia store is shown

and sold the complete Natuzzi italia collection of furniture,

furnishing, beds and accessories.

The shopping experience in a Natuzzi italia store has to be

unique. The store should belocated in the city center, retail

parks or furniture destination areas.


natuzzi italia galleRY

shop-in-shop spaces of approximately 200 square meters that

can be found or developed in department stores, multi-brand

furniture stores. These are flexible spaces to represent the

image of the brand and offer a different shopping experience to

convey italian Quality and style.

natuzzi italia essenCe

corners of maximum 120 square meters tailored for high-end

multi-brand environments to show the “essence” of the Natuzzi

italia dedicated collection in a lean display system to assure the

best shopping experience.

Natuzzi Re-vive Display system (Retail Concept) shows the

presentation of the chair, making it unique and recognizable.

display system perfectly combines functionality and design.

it’s a modular system that adapts easily to every exhibition space

without changing the aesthetics.

The innovative and stylish design enhance the color and the

shape of each chair, tying it to the context.

The correct management and implementation of the retail

concept is the key factor for Natuzzi group’s success.

The display consists of three base elements: an experience

totem with a Tv screen inside to better explain the innovative

design of the chair, a lighting wall as a focal point of the

installation, which gives visibility to the Natuzzi revive logo and

transmits the image of the three styles according to the shown

product, and a joint panel to connect the previous elements and

create a modular and flexible installation that can be arranged

to adapt itself to the product and the store layout


natuzzi Revive galleRY

a shop-in-shop is a clearly defined space operated by a dealer

in a department store. The shop-in-shop has the revive

display system and shows a defined selections of products.

we suggest showing from 10 to 18 chairs for each gallery,

according to the different display and homestyles.

natuzzi Revive stoRe

independent mono-brand stores of approximately 50 square

meters. Natuzzi revive store has a dedicated entrance, shop

windows and a dedicated sales force. in a Natuzzi revive store is

shown and sold the complete Natuzzi revive collection.

The store is located in shopping malls and furniture destination

areas.

natuzzi Revive Point

a corner located in multibrand high-end furniture stores or in

the department stores that gives dealers the opportunity to

install their own Natuzzi revive point almost everywhere. The

corner has the revive display system and shows a defined

selections of products. we suggest showing from 4 to 10

chairs for each point.


Natuzzi editions pos is an evocative space where modern

aesthetic elements and the poetry of classic styles perfectly

merge in a warm and elegant space.

architectural elements create the perfect “stage” for the leading

actor: Natuzzi editions sofas. surfaces, walls and dividers feature

chromatic 3d textures that evoke tactile sensations.

natuzzi eDitions galleRY

The Natuzzi editions gallery design features a warm, welcoming

environment that reflects the italian appreciation for elegant

design and detail.

compelling brand values such as comfort, quality and style are

clearly communicated to consumers through consistent display

and appropriate positioning. The pos is a dynamic and flexible

space, easy to install, with freestanding elements.

natuzzi eDitions eDuCational CenteR

an adaptable point display system with minimum 4 sets (60

sqm), easy to install with freestanding elements.

it informs and educates final consumers, guiding them in

making the best choice and purchase.

it engages consumers with brand values and product features.


aBout natuzzi

founded in 1959 by pasquale Natuzzi, Natuzzi s.p.a. designs,

manufactures and sells a broad collection of couches, armchairs,

home furniture and home accessories. with consolidated revenues

of €461.4 million in 2014, Natuzzi is italy’s largest furniture house

and the player with the greatest global reach in its sector. ethics

and social responsibility, innovation, industrial know-how and

integrated management of its value chain represent the points of

strength that have made the Natuzzi group a market leader and

established Natuzzi as the most recognized furniture brand in

the world among consumers of luxury goods. Natuzzi s.p.a. has

been listed on the New york stock exchange since may 1993. The

Company is ISO 9001 and 14001 certified.

FaCts anD FiguRes

- 11 trading offices in the world and headquarter

in Santeramo in Colle (Italy):

europe: madrid - london - cologne - moscow - brusselles - zurich

asia: shanghai - Tokio - New delhi

americas: high point - salvador de bahia

- 7 production plants, 4 in italy and 3 in china, romania and brazil,

totaling an overall surface of 283,000 square meters.

- 6.048 employees around the world (as of 31.12.2014).

- more than 1,200 points of sale worldwide.

Become a Natuzzi partner and visit www.natuzzi.com/npp

Graphic project

become a NaTuzzi parTNer aNd visiT www.NaTuzzi.com/Npp

the na tuzzi brand has a mission: to improve people’s · and geo-marketing analysis. to ensure...

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